Hello Reader!

The most important asset in content right now is: VOICE.

Not AI.

Not GEO.

Not SEO.

Not even a wide distribution plan.

We've gained a lot with AI as a tool, and a well-defined content strategy is crucial.

But we've lost much more by investing in machines & content checklists over creativity/deep thinking/actually saying something.

I've been writing SaaS content for 15 years, and I've never been more bored.

The content I'm reading every day is boring.

The briefs I get are boring.

Boring.

Here are some things I think are worth trying instead of more of the same (and I'll add to this list):

1. Original research reports

No more linking to a report that links to a report that links to a 404 page from 2012.

Let's capture:

Qualitative research by talking to your customers/stakeholders, learning what they think RIGHT NOW, and turning that into a report people care about.

Quantitative research. Same deal. Wider audience. Faster report turnaround.

2. Live coverage/interviews

I want to dip into a topic that's happening right now. An event. A webinar. An interview.

And then I want to publish it on the day of/day after.

3. Living ebooks/blogs

What about an asset that's updated with fresh content the moment something changes?

Think dynamic content, but for your blog--a fresher/faster version of "content refreshes."

4. Adopt a creator for your newsletter

Newsletters are so hot right now. They're my favorite type of content to write right now. It's lovely to pop into someone's inbox knowing they actually care about your message.

B2B/SaaS brands would do well to "adopt a creator" and pay them to become the human behind the content.

Are you a MarTech/AdTech SaaS company? Hire me to take over your newsletter, and write something timely, important, interesting—better than a blog.

What about an ecommerce SaaS company? How about you chase down Kaleigh Moore—someone with 12 years of ecommerce experience and a unique voice—and partner with her to lead your newsletter.

D2C? I bet Tina Donati or Laura Leiva would talk to you.

Content is STILL king.

But BORING CONTENT is trash-garbabe, and you might as well just not.

Now is the perfect time to think beyond the playbook and create new types of content that matter to your audience.

Thanks for reading,

Ashley R. Cummings

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Must-Read Industry Content

Think smarter, faster: Each week, I share the articles that are shaping where content marketing is going, so you don’t have to dig.

1/ Boring is the New Invisible: Make Your Content Impossible to Ignore

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